Starcom appointed AOR for Symphony Comfort Systems

Symphony Comfort Systems, regarded as a leader in evaporative air coolers, has appointed Starcom as its agency of record for all media. The business comes on the heels of another major gain last week, namely, HDFC Bank, which appointed Starcom as its media agency after a four-way pitch involving incumbent Media Planning Group, Zenith, Carat and Starcom.

On Symphony, Starcom will begin planning and buying with immediate effect, with all brands under its custodianship. Launched in 1988, Symphony has over the years developed a reputation to create and market products with innovative features and designs. The company, which is a joint-stock, publicly-held and listed enterprise, took the air cooler segment by storm in the eighties, with a mix of product looks, pricing and distribution.

The company, according to a press statement, was on the lookout for a media agency that could claim a parallel record in delivering innovative media solutions apart from bringing freshness in thinking and buying techniques. "Cool is how we feel," asserts Manish Porwal, general manager, investment and new initiatives, Starcom India. "It is nice that one did not have to work on a speculative brief with several hypothetical scenarios, but the company selected us on what we have delivered to our existing clients. We are glad to be working for a company that has continuously changed market dynamics and kept competition guessing," he adds.